How to Place an Ad With Facebook Ads Manager for Your Jewelry Business
Jewelry Advertising on Social Media
When managing your online strategy, one of the best things you can do is manage your social media presence. Managing your channels properly is a great opportunity to increase sales and awareness. Outside of normal “organic” posts to your page, you may have boosted posts and had mixed results. Facebook and Instagram have a great tool, Facebook Ads Manager, that allows you to have greater control over paid placements. Placing ads on Facebook and Instagram through Facebook Ads Manager be more specific with placements, and have better control of your creative assets used. In this blog, I will go over a step-by-step guide on running your first Facebook ad campaign. I would recommend going back and reading my first blog, which helps explain some of the basics on how to advertise a jewelry business online.
What You Need to Begin Making Jewelry Advertising
The first thing that you need to begin is a Facebook Business Manager account. This is quite a simple process if you already have a business page for your jewelry business. All that you need to do is visit Business.Facebook.com and click “Create an Account” to begin. From here, login with that business account (or your account that is an admin for your business) and you are all set.
Next you will need to think about a jewelry advertising campaign you want to create. If you have any creative jewelry advertising ideas, this is the best way to give it a try. Your campaign should have creative elements and a goal for your jewelry advertisements. For example, if this is a Valentine’s Day promotion, you should have the imagery on hand that you want to use and the goal of the campaign in mind. If you are a Stuller First Member, you can download an image from our Marketing Asset Library to use for your imagery. For your goal, figure out what you want to accomplish. Do you want to increase sales, exposure, or traffic to your website? We will use this later to make selections when setting up the advertisement for jewelry.
Lastly, you want to have your budget figured out. There are two ways that you can set the budget: daily budget or lifetime budget. The daily budget spends what you allow it to every day, while the lifetime budget sets an overall budget for the length of the campaign and spreads it out evenly. Facebook will only spend whatever you put as your budget, never over.
Step by Step Ad Setup
How to Advertise Jewelry on Facebook and Instagram
Visit the Ads Manager section of the Meta Business Manager here and ensure you are logged in.
Once logged in, you should see your business name in the box labeled “A”. If you see your personal name, click the drop down to select the correct ad account. The box labeled “C” will be where your ad ends up after this process.
For now, click on the Create button at the top left — box “B”.
From here, we will select a campaign objective to align with your campaign goal. Awareness should be used if you want to raise awareness of your jewelry business. The traffic objective should be used to get people to click a link and lead to a web page. Sales can be used if you have your Facebook store setup or have the Facebook Pixel installed on your website. For this example, we will go ahead and select Traffic as our goal and click Continue at the bottom right.
Side note, if you do see box B, follow the prompts to fill out the needed business information. If you do not see it, you can ignore this step.
The hierarchy of ads is on the left where boxes A-C are. A is the Campaign, B is the Ad Set, and C is the Ad itself. Each of these contains the options for all lower sets/ads underneath it. Campaign is the highest level and contains all the information for the campaign, such as the campaign name (D). The Ad Set level (B) contains everything to do with audience and budget. Ad level (C) contains all the creative that the viewer will see.
For this campaign level, change the name in box D to something that makes sense for your company and campaign. Keep this very high level as the lower levels can contain other information. For my example, I will use “ValentinesDay2023” so that we can easily find it in the future if we ever want to check performance of this year.
You likely won’t need any of these other options on the campaign level (although I do suggest confirming if the description for special ad categories applies to you), so click Next (E).
Ad Set Level
The next screen you see should start with the ad set name. This is where you can define the audience and budget. Like the campaign name, change box A to something that can define your audience. I am using “JewelryInterestedAudience” since I will be making an audience based on their interests on Facebook. I will also select Website in the conversion area (B) as that is where I am sending the conversion area (B) as that is where I am to send the user to when they click the Ad. Lastly, box C can be seen at the top right to see an estimate of your projected audience size.
After completing A and B, scroll down to the budget & schedule section.
At this point, you can decide how much you want to spend. The two options on the left side of A are lifetime budget and daily budget. Lifetime budget will split up your total cost over the period you have selected. The daily budget has no end date and will spend the daily budget until you turn the ad off. I recommend choosing a lifetime budget so that you do not have to remember to turn the ad off. Select “Lifetime Budget” and type in the budget amount you wish to allocate on the right. Below in box B, select the dates you want your ad to run. In this example, I decided to run this from the beginning of February until Valentine’s Day to try to capture gift buyers.
Now we can scroll down and look at the most important part — selecting the audience.
If you are a store with a physical location, I would highly suggest setting a geographic parameter so that you don’t waste any budget on people that are not near your business. There is also an Age/Gender option to make your audience more specific. For this ad, you can see I got my audience to a reasonable level by just adding our city. Since this is a big holiday, I want to keep my audience broader so that it reaches a wider variety of people. But, for this example’s sake, let’s scroll down a bit and use the detailed targeting section to only show the ad to people who have an interest in jewelry.
In box A, you can type in an interest, such as jewelry, and add it to the interests of your audience. This will target people who have expressed interest in products with this category. I suggest utilizing the “Suggestions” button on the right of the field to select any related interests to your business. As you can see in box B, I made my audience a little bit smaller without any hit to my estimated daily results section below that.
Pro Tip: you can also target people based on other parts of their profile. Here, I am targeting people who are in a relationship (C), hoping to inspire some of my viewers to pop the question this Valentine’s Day. When advertising jewelry,
After selecting the audience, click Next to go to the Ad level — I wouldn’t touch any placement options.
As previously mentioned, this is the level that will contain all the creative that will be displayed in the ad itself.
This first area (A), you can add a name for your ad. I like to describe the ad and say what type of media it is. For this, I am using “TwoStoneEngagementPinkBox-Image” since I will use an image of this from Stuller’s Marketing Image Relay.
Next, select the Facebook Page (which should automatically be selected) and your Instagram account (If you have the account linked) that you would like the ad to be promoted on. This is also how to advertise your jewelry on Instagram.
We can leave box A as “create ad” since we are creating it from scratch. For format (B), I will be using a single image, so I will leave the top option selected. All options explain what the format contains to help you choose the best option for ad. Lastly, leaving box C checked is optional. It uses Facebook Machine Learning to show your ads at optimal times for your customers.
The next section contains the actual ad that will be shown and the associated options.
You can click “Add media” in box A to add and then upload your image. Adjustments can be made to different placements if you want, but leaving the default options in this window is perfectly fine.
Box B is where you can see the preview of what your ad will look like and the different placements. Sometimes, the preview does not load properly until you add your website URL in the next section.
Boxes C, D, and E all are respective fields you can use to plug in your written portions of your ads.
The primary text is the main text portion of the ad and contains most of the post text. The headline and description are stacked on top of each other underneath the ad. These are used to give a title of sorts to an ad.
Each of them can have multiple variations, so get creative and write something catchy!
Lastly, box F is where you can select your Call to Action. If your goal is to lead people to your site to have them browse what you have available, I would use “Shop now”.
The final section of your Ad that you should complete is the Destination or “Landing Page”.
Enter your website (preferably a shopping page for Valentine’s Day in this case) in the Website URL field. You can preview your URL with the button to the right of it.
Once you’ve completed all the steps and are happy with your ad campaign, you can click the publish button at the bottom right. Your ad should be reviewed and published on your set date. Creating your first Facebook ad campaign may seem daunting, but the time and effort put into it will help build your business and hopefully increase sales. Don’t be afraid to try different types of ads to see which options work best for you!
If you would like to view Facebook’s Terms, please read here: https://business.facebook.com/legal/terms
For further information settings not covered in this blog, read here: https://www.facebook.com/business/help
There are some good resources in there for reporting on your jewelry advertisements, something I may cover in the future on this blog.
To read more about advertising for your jewelry business, I have another blog covering the basics here.
Good luck and happy advertising your jewelry business!
Digital Marketing Specialist
Tony achieved his degree in Marketing from Louisiana State University in Baton Rouge. He also holds certifications in Digital Advertising and is a Meta Certified Digital Marketing Associate. His Digital Marketing Specialist position at Stuller allows him to give hands-on experience working on digital advertising to the jewelry industry.